Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration-Reference-Cited by-同舟云学术

Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration

Published:2021-01-02 Issue:1 Volume:31 Page:10-29
ISSN:2163-9159
Container-title:Journal of Global Scholars of Marketing Science
language:en
Short-container-title:Journal of Global Scholars of Marketing Science

Author:

Munsch Alison¹^ORCID

Affiliation:

1. La Penta School of Business, Finance Department, Iona College, New Rochelle, NY, USA

Publisher

Informa UK Limited

Subject

Materials Chemistry,Economics and Econometrics,Media Technology,Forestry

Link

https://www.tandfonline.com/doi/pdf/10.1080/21639159.2020.1808812

Reference30 articles.

1. Advertising Age. (2018). Marketing fact pack 2018. Ad Age. Retrieved from http://www.adage.com.

2. American Marketing Association. (1992). Conjoint analysis: aguide for designing & interpreting conjoint studies. American Marketing Association, Market Research Division.

3. Using thematic analysis in psychology

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